i couldn't understand how could this slight or this honest mistake too much salt on the risoto, too much cooking on the salmon, how could that make this person so upset. and then you realize there's very very few businesses out there where the very product we make is something you put into your body and you associate it with love. because it's what you either did or didn't get enough of growing up. >> rose: are the magic ideas about the seating and lighting and arrangement of tains and all that kind -- tables and all that kind of stuff to not do and things to do. >> i think so. i think that hospitality, which is completely different thing than service, hospitality is how we make you feel. service is what we do to deliver the product. i think that the design of a restaurant can either be hospitable or inhospitable. here's an example. if you go to a restaurant and you see a bunch of bank kiptd table the reason most restaurants do that is the same reason why sardine manufacturers cram as many daughte sardines as possible. you side tables side by side with a couch and couch. inhospitable. wh